The current and future state of the marketing management profession

TLDR

The study evaluates current responsibilities, skills, and knowledge required of marketing managers and projects future changes in the profession. Three studies were conducted: analysis of 600 job descriptions, a survey of marketing managers, and an exploration of managers’ future perspectives. Results identify core activities, required qualifications, and skillsets, highlight the significant impact of technology and big data, and provide guidelines for skill development to prepare marketing managers for the future.

Abstract

Purpose This study evaluates the current responsibilities, skills, and knowledge sets required by marketing managers. Furthermore, it seeks to make projections about the future of the marketing management profession.Research Method Three different studies were conducted to achieve our objectives. The first analyses 600 job descriptions, the second gathers insights from marketing managers using a survey, and the third explores the perspectives of the marketing managers regarding the future of their profession.Results The results analyze and systematize the key activities and responsibilities of marketing managers and highlight the role of future marketing managers. The study concludes that changes in technology and big data will have a significant impact on the marketing management profession.Research Value This paper makes three primary contributions. First, it identifies the qualifications and skillsets sought among marketing managerial positions. Second, it contributes to research within the marketing domain by examining the interface between marketing management function and automation by generating insights that highlight how technology affects the role of marketing managers. Finally, it presents a snapshot of guidelines to direct companies in guiding skill development and understanding future requirements for the marketing manager position.